• Anish Padmanabhan

Improving Customer Experience and Journey

Every business serves a diverse set of customers and it is important to ensure that they all have a good experience irrespective of what touchpoint they interact with in the customer journey. In a fast-paced digital world, the recognition of this diversity and the attention to problems is crucial for improvement over time.

Business leaders need to be able recognize the evolution of this diversity as they interact with various touchpoints. Failure to deliver personalized experiences can impact the overall customer journey, which will lead to more poor experiences and an eventual exit.

In today’s market, 86% of buyers are ready to pay more for a good customer experience, and almost 75% of buyers consider customer experience as a crucial factor in influencing their purchasing decision. These stats indicate that customers stay loyal to brands that provide a good experience and this is set to become the most important criteria in purchase decision by 2020, even over price and product.

With such high stakes on hand, delivering a good customer experience at every marketing touchpoint becomes crucial. Hence, we have described a few prescriptive steps to set up an effective process that will help enhance your customer’s experience and journey.

Classify your customers base:

Every potential buyer that lands on your customer journey is looking for a personalized experience that solves their problem. If your business provides a generic experience for every prospect without comprehending diversity or uniqueness, then majority of your prospects will exit the journey.

The first step to improving customer experience, is to classify your existing/potential customers. You can do so by the following steps:

  • Understand who your ideal customer is – create a buyer persona and empathy map

  • Identify the different segments of your existing customer base

  • Analyze existing data and introduce research data to find trends that showcase the diversity and uniqueness of your existing/potential customer base.

  • Track the growth and evolution of your existing customers, this will help your business predict how customers will react to certain changes that your business introduces.

After clarifying who your addressable market is, it becomes easier to customize experiences and to deliver the required solution at the right time.

Identify gaps:

After classifying your customer base, the next step is to revisit past interactions of each customer at various marketing touchpoints. Using data, you will be able to track and identify gaps where customers have had bad experiences and where they tend to exit. Analyze these situations and identify which customer segment is most prone to interact with a particular marketing touchpoint and then identify each and every issue faced by that particular segment.

After identifying the issues faced, analyze the frequency of each issue, keep records of recurring issues and break them down according to customer segments. This will help you comprehend the health of your existing customer journey and the effectiveness of each individual touch point.

Once the segment, issue and frequency are identified the next step is to provide customized solutions which is built upon the first step of customer classification. Implement unique solutions for each touchpoint.

The process of recognizing gaps and rectifying them will help in weeding out the negatives that currently impact your existing systems and improve the overall customer experience throughout the customer journey.

It will help your business address a diverse customer base through personalized interactions.

Evolution and Breaking point:

As years pass, customers also evolve. Their likes and dislikes change, this means that businesses have to redo the classification process and tweak their data base to make relevant changes to the overall segment. This should be done on a regular basis, so that businesses remain on par with market expectations and are able to deliver a good customer experience.

The change may occur every three to five years.

One way for businesses to check for changes in customer behavior, is by analyzing their breaking point. Businesses need to be vigilant of times where existing customer services or support systems are not delivering the same impact as before, this means that the existing segments have evolved and have reached their threshold and customer satisfaction/experience will begin to dip unless, businesses identify and make the relevant changes.

Determining what moves the needle and adapting existing services to deliver optimal experience will help your business stay at par with market expectations and also ensure that your current service/product delivers without diminishing returns.

Customer Centric Approach:

Lastly ensure that your employees irrespective of their work role are trained to be customer centric first, there should be a smooth hand over of information between departments. The customer should feel like he/she is making progress in their buying process.

They shouldn’t have to be kept stagnated due to internal problems and they shouldn’t have to repeat their conversations with every touchpoint, the business should be able to recognize, understand and deliver.

If done right, there will be a smooth flow of information and higher rate of conversion, since the customer has a good experience as they progress through the customer journey.

The end goal is to answer all the questions that a potential customer might have, without any hiccup, they should have smooth experience as they progress towards a purchase.


This process is one way to optimize your existing buyers’ journey. Having a good experience while purchasing a product/service is crucial for any customer and it should be the main goal for most businesses in the coming years.

Customer experience impacts feelings and memories, it drives loyalty, so if a customer has a good experience, they will recommend you to others and ensure your business stays relevant in the market.

Let us know in the comments below on how these steps have helped your business improve its existing customer journey and experiences and also tell us about your innovative ways to improve customer experience.

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